Tata Mutual Fund to invest 80% of total digital spend on content

The digital content space can be used much more effectively by using the right mix of tech, feels MVS Murthy, Head of Marketing and Digital Communications, Tata Mutual Fund.

For any new brand that wants to experiment with Artificial Intelligence (AI) and Machine Learning (ML) in their content marketing strategies, technology will enable them to get faster into the marketplace, Murthy said.

Talking about the brand’s content strategy, Murthy said around 80% of its total digital spend is going towards content.

“We want to be a content factory driven by data. It is imperative that any brand that wants to have significant mindshare needs to be present on digital. Our majority ad spends goes for digital and then OOH. In digital, 80% is spent on curating, creating content and bringing it out to the marketplace. We need to constantly keep making different forms of content all throughout different touchpoints. Our spends would remain the same this year but we would be trying all forms of content and keep experimenting with them,” said Murthy.

For Tata Mutual Fund, he said the two clear matrices to measure the ROI of any campaign are the amount of AUM it garners through conventional distributor channels and the reach it garners.

Asked which content format works best for the brand, he said video has been the most successful followed by info-graphics and voice.

“Voice is strongly emerging as a next-best content format. I have a feeling that it might just overtake video also,” he added.

Murthy believes that for the BFSI segment, vernacular is the focus because a large part of India is still not investing in mutual funds. And therefore, there's a deep need for brands to go out and use vernacular as a medium.

Digital video series to promote Tata Quant Fund

Tata Mutual Fund has launched Tata Quant fund, a tech-based fund that uses AI and ML. This is the first time any company has launched a pure tech-based investment product in India. And to make it easier for audiences to understand and invest better in the fund, the brand has launched a video content series on its digital platforms.

Using animated and educational content, the series is said to be a 360-degree digital campaign for the brand.

Asked why the brand used animation and educational content in the video, he said, “Pictures or info-graphics can speak better than words, helping brands to take the message far and wide. The moment it comes to technology, a lot of people just don't touch it because it is a lot more complex for them. In this episodic series, we talk to people about how we use AI, ML anyway in our daily lives. It is not about man versus machine but how two of the intelligence can work together to create greater efficiencies. We will keep running the campaign even after the NFO because as a Tata brand we are evangelising AI, ML in a very different walk of life.”

The brand expects the audiences to understand Quant better through the content series and hopes for a lot of traction from direct investors.

Tata is also using micro-bloggers to push the campaign.

The series:

The brand had last year launched an investor education programme called ‘Ishq bhi Risk bhi’, an audio drama in collaboration with aawaz.com in Hindi.

https://www.buzzincontent.com/story/tata-mutual-fund-launches-audio-fiction-drama-series-for-investor-education/

The audio content, which is now available on Ola Play as well, in three days of its listing made some 16,000 people heard it.